The range launches into the major multiples and health food stores endorsed by ITV’s This Morning doctor, Dr Chris Steele who himself was diagnosed with Coeliac disease in March 2010.

Dr Chris said: “Living with Coeliac I know only too well the dire consequences of eating foods that contain gluten.

“Psychologically and physically I need to trust the source of the products I eat.

“’Groovy’ not only brings us great tasting products but Coeliacs can also enjoy them safe in the knowledge that they are processed in dedicated gluten free factories.”

PIL Marketing Manager, Carla Rampley said: “We are thrilled to be working with Dr Chris as health ambassador for the brand.

“This Morning’s doctor of 21 years is well known and trusted by consumers and his medical knowledge of Coeliac disease is extremely valuable in communicating the day-to-day issues that Coeliacs face.

“The brand identity has been redeveloped to have maximum impact on shelf but retains the distinctive Groovy man and unique ‘Groovy lingo’ that conveys the brands core values that functional food not only tastes great but is fun too.”

Groovy Food's new Corn and Frosted Flakes

The new range of products includes:

Gluten Free Special Flakes (RSP £3.19) – Multigrain flakes are also wheat and dairy free and provide a source of fibre.

Produced in Italy’s brands development director, Rosie Hayward said: “Coeliac UK gains 1000 newly diagnosed Coeliacs each month looking for support and guidance on this debilitating condition.

“It is clear that there is a need to provide this niche audience with delicious, high quality, gluten free products that they and their friends and families can enjoy with trust in the knowledge that they have been produced in a gluten free environment.

“For Groovy, food without function is pointless; the new gluten free range not only gives a gluten free assurance but they taste fantastic too.”

Working with PIL, Groovy gains access to nine processing plants in Italy, four of which are dedicated gluten free for cereals and breads.

Operating to the latest gluten free standards and licensed and regulated according to new European legislation, Groovy can offer a gluten free assurance to consumers buying its new cereal range.

The Groovy Food Company launched in 2003 and has a strong following of its existing products (Omega Cool Oil, Omega High Five, Organic Coconut Oil and Organic Agave Nectar), which remain in distribution in all the major grocery multiples and health food stores.

Moving forward as part of PIL, Groovy hopes to draw on its expertise to develop the brand in terms of innovation to provide longevity in the UK market allowing the brand to be innovative in an ever changing market.

The new range is supported with a programme of promotions, consumer media relations and targeted advertising to both general and niche audiences that will benefit from gluten free products.